Thursday, 4 March 2010

Logo Evolution - Interesting Information 3

" History of well known logo designs"

Starbucks Logo Evolution

Il Giornarle was the espresso café Howard Schultz opened up in 1986 after failing to convince the original owners of Starbucks to focus on serving espresso beverages. By 1987, the two remaining original owners of Starbucks decided to sell the business and Howard jumped at the chance to buy Starbucks and remake it into the espresso bar concept he had just begun at Il Giornale.
“To symbolize the melding of the two companies [Il Giornarle and Starbucks] and two cultures, Terry [Heckler] came up with a design that merged the two logos. We kept the Starbucks siren with her starred crown, but made her more contemporary. We dropped the tradition-bound brown, and changed the logo’s color to Il Giornarle’s more affirming green.”

FedEx Logo Evolution

An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from “Federal Express” to the popular abbreviation “Fed Ex”. Besides creating a shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs. Also, the right-pointing arrow in the new logo is a subliminal hint of motion.

Playboy Logo Evolution

Art Paul was working as a freelance designer when he in 1953 was contacted by playboy founder Hugh Hefner who needed a logo for his new magazine. He created the now famous rabbit wearing a tuxedo bow tie. Paul went on to design the whole first edition of the magazine and was hired by Hefner as Playboy’s first art director in 1954, a position he held for 30 years.

Playboy magazine claims it once received a letter at its Chicago, Illinois offices with its distinctive “bunny” logo as the only identifying mark, appearing where the mailing address normally appears.

Audi Logo Evolution

BMW Logo Evolution

WWF Logo Evolution

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